Kylie Jenner’s Sprinter Brand May Be Shifting From Vodka Seltzers to Health-Focused Drinks

Business ventures are nothing new for Kylie Jenner, but her beverage brand Sprinter may be heading in a surprising new direction. After launching into the crowded ready-to-drink alcohol market just two years ago, signs are emerging that the brand could pivot away from vodka sodas toward a portfolio of health and wellness products.

The possible shift comes amid a series of subtle clues from the entrepreneur and fresh trademark filings that hint at a major expansion beyond alcohol.

A Mysterious Reset for Sprinter

Speculation about Sprinter’s future began when the brand’s social media accounts suddenly wiped their content, leaving only a cryptic message suggesting something new was in the works. Shortly after, Jenner shared an Instagram Story featuring the brand’s logo along with the phrase, “We’ve been working honey.”

The post sparked immediate curiosity among fans and industry observers, many of whom wondered whether Jenner was planning to relaunch or reposition the brand.

The mystery deepened when Jenner posted a short clip showing her pouring a powdered substance into a bottle of water while tagging the Sprinter account. The video appeared simple on the surface, but it triggered widespread speculation online that the brand could be developing powdered supplements or drink mixes rather than alcoholic beverages.

Trademark Filings Point to Health Products

Further clues surfaced through recent trademark applications connected to the company behind Sprinter. The filings reportedly cover a wide range of health-related products, including:

• Dietary and nutritional supplements
• Protein or supplement shakes
• Vitamins
• Energy bars
• Powdered drink mixes for sports or energy beverages
• Non-alcoholic cocktail mixes

While companies often file trademarks for potential future products that never reach the market, the breadth of these categories suggests Jenner may be preparing to reposition the brand toward wellness and functional beverages.

If confirmed, the move would represent a notable shift for Sprinter, which originally entered the market as a vodka soda brand targeting young consumers.

Entering — and Possibly Exiting — a Crowded Alcohol Market

Celebrity-backed alcohol brands have surged in popularity over the past decade. From tequila to canned cocktails, stars across entertainment, sports, and music have launched their own labels, hoping to replicate the success of early pioneers in the space.

Jenner’s Sprinter debuted in 2024 with a line of ready-to-drink vodka sodas positioned as a premium canned cocktail option. The launch followed a growing trend among celebrities turning their personal brands into beverage empires.

However, the market quickly became crowded. With dozens of new celebrity spirits and canned cocktail brands appearing each year, differentiation has become increasingly difficult. In that environment, a pivot toward health drinks could allow Sprinter to carve out a fresh niche.

Aligning With a Growing Wellness Trend

A move toward supplements or functional beverages would also align closely with Jenner’s personal brand and broader lifestyle trends among younger consumers.

Gen Z audiences, in particular, have shown a rising interest in wellness, fitness, and nutrition. Studies have indicated that younger adults are drinking less alcohol than previous generations, while demand for energy drinks, hydration mixes, and health supplements continues to grow.

For entrepreneurs in the beverage industry, that shift presents an opportunity to build brands around performance, wellness, and lifestyle rather than traditional alcohol consumption.

Jenner herself has frequently emphasized fitness routines, skincare, and health-focused habits across social media, making the potential repositioning feel like a natural extension of her public persona.

Celebrity Brands Expanding Beyond Alcohol

If Sprinter ultimately moves into the wellness category, Jenner would not be the first celebrity entrepreneur to expand beyond a single product category.

Over the past decade, celebrity founders have increasingly transformed personal brands into multi-category businesses that span beauty, fashion, lifestyle products, and food or beverages.

Jenner already operates several successful ventures, most notably her cosmetics empire and other lifestyle projects. Expanding Sprinter into supplements or performance beverages could allow the brand to evolve into a broader health-oriented platform.

No Official Announcement — Yet

Despite the mounting speculation, Jenner has not officially confirmed the direction of Sprinter’s next chapter.

The company has not released details about new products, launch timelines, or whether alcoholic drinks will remain part of the brand’s lineup. For now, the social media wipe and trademark filings are the strongest indicators that something new is underway.

Still, the hints have already generated significant buzz online, with fans and business watchers closely monitoring Jenner’s next move.

A Strategic Evolution?

Whether Sprinter fully transitions away from alcohol or simply expands into wellness beverages remains unclear. But the signals suggest that Jenner may be preparing to adapt the brand to changing consumer tastes.

If the pivot materializes, Sprinter could become part of a larger shift in celebrity entrepreneurship — one that reflects evolving attitudes toward health, lifestyle, and the types of products younger audiences want to buy.

For now, Jenner appears content to keep the mystery alive. But with trademarks filed and curiosity building, the next sprint for Sprinter may soon reveal itself.